Audited and rebuilt Google Ads around high-intent searches while eliminating wasteful keywords and campaigns
Request a consultationFractional CMO: Google Ads, attribution, and sales funnel
92% lower cost per conversion
Buchanan Law Group case study — Family law
Request a consultation →The challenge
After four years with the same agency, the firm was spending more than $10,000 per month on Google Ads without reliable attribution from keywords and calls to consultations and retained clients. Low-quality inquiries, slow follow-up, and a 7% bottom-of-funnel close rate limited growth.
Starting point
- 308 clicks, 10 conversions, and $2,620 in measured ad spend
- $262 cost per conversion
- Sales follow-up could take approximately one week
- 7% bottom-of-funnel close rate
- No dependable campaign-to-retained-client attribution
What Z2 changed
From disconnected activity to an accountable growth system.
Optimized landing pages, conversion tracking, and campaign-level attribution
Connected CallRail, the CRM, and sales-pipeline reporting
Redesigned intake, qualification, and the consultation process around a 48-hour response standard
Added AI-powered call recording and scoring, KPI dashboards, pipeline management, and sales coaching
Recruited and trained a new intake and sales representative
Results
Measured operational and commercial improvement.
Primary outcomeConversions increased from 10 to 35 while cost per conversion fell from $262 to $21.57. Response time moved from roughly one week to within 48 hours, and the sales conversion rate improved from 7% to 14%.
After implementation
- 351 clicks and 35 conversions on $755 in measured spend
- $21.57 cost per conversion
- 250% increase in conversions and 71% reduction in measured ad spend
- Sales conversion rate improved from 7% to 14%, doubling the baseline
- Approximately 10 sales-qualified leads per day with full campaign attribution
Ready to improve the revenue system?